CN110766424A

CN110766424A - Method and device for constructing market portrait

Info

Publication number: CN110766424A
Application number: CN201810824978.8A
Authority: CN
Inventors: 余帅兵
Original assignee: Beijing Jingdong Century Trading Co Ltd; Beijing Jingdong Shangke Information Technology Co Ltd
Current assignee: Beijing Jingdong Century Trading Co Ltd; Beijing Jingdong Shangke Information Technology Co Ltd
Priority date: 2018-07-25
Filing date: 2018-07-25
Publication date: 2020-02-07

Abstract

The invention discloses a method and a device for constructing a market portrait, and relates to the technical field of computers. One embodiment of the method comprises: splitting the item attribute according to the attribute value corresponding to the item attribute to obtain a market attribute; respectively establishing a market stock index set and a market variable index set for each market attribute, wherein the market stock index set is an index set reflecting the current market state of the market attribute, and the market variable index set is an index set reflecting the market change condition of the market attribute; and constructing a market portrait according to the market stock index set and the market variable index set. The implementation method can fully describe the property characteristics of the articles by combining the current market current situation and the market change situation, and establish a unique market portrait for the property of the articles, so that a brand dealer can comprehensively understand the property of an article and the market characteristics of the market property according to the market portrait and can know the prospect and opportunity of entering a market segment from multiple directions.

Description

Method and device for constructing market portrait

Technical Field

The invention relates to the technical field of computers, in particular to a method and a device for constructing a market portrait.

Background

Before a traditional brand company wants to drive own articles into a new market, much time and energy are spent to investigate what types of articles on the market are most popular with consumers, a market portrait is constructed according to the investigation result, different article strategies are made according to the market portrait, and different consumer demands are better met. In the process, the most important link is the class management, namely the classification and grading of the articles, and the targeted management is performed by combining different characteristics of consumers and the articles.

With the continuous development of big data and machine learning technologies and the continuous improvement of maturity of large-scale e-commerce platform product management, understanding of products is more and more deep, and correspondingly, research on product attributes is more and more refined. The article attributes often mentioned on the e-commerce platform generally refer to the feature description of the article, such as brand, color, size, capacity, material, taste, etc. Behind these article attributes, the attribute value of each attribute is actually a segment of the consumer market, such as a color attribute, some people are more interested in red, some people are more interested in black, so it is very important and instructive for branders to know the characteristics and trends of the segment market of red for them to get the articles to a segment market. At present, the more popular class management methods in the market are all to find the articles in the class, analyze the characteristics of different articles, make a better E-commerce website, drill down to analyze the attribute characteristics in the articles, and classify and manage different attributes.

In the category management field, the related prior art mainly analyzes the relevance and predation (aggressiveness and alternative) existing between articles to construct market images so as to find the relation between articles and further provide the selling suggestions of article combinations for brands (for example, what article and article are best matched for sale, what article and article should be avoided being sold together for mutual shelving, and the like), and also can go on to go deep down to the analysis of the article attribute level, but an analysis method which can quantify and guide the practice strategy is lacked.

In the process of implementing the invention, the inventor finds that at least the following problems exist in the prior art:

firstly, when a market portrait is constructed, the analysis basis of the category management scheme is mostly the characteristics of the article, but the characteristics of the article are composed of different attributes, and the characteristics of the article and the characteristics of other articles can be known only based on the analysis of the article level, but sometimes the factors really driving the article to grow can not be explained, so that the 'bottom gene' of the article can not be understood, and the trend expression of market segmentation can not be really seen;

second, even if the analysis can be performed by drilling down to the level of the property of the object to construct the market representation, it can only know the current features of the property, and cannot know how the property will change, and what relationships it has with other properties, such as: whether the data is complementary or mutually exclusive, whether the data is good or bad, and the like are missing links in the current category management scheme.

Disclosure of Invention

In view of this, embodiments of the present invention provide a method and an apparatus for constructing a market portrait, which can fully describe the property characteristics of an article in combination with the current market status and the market change condition, and establish a unique "market portrait" for the property of the article, so that a brand dealer can comprehensively understand the property of the article and the market characteristics of the market property according to the market portrait, and learn the prospect and opportunity of entering a market segment from multiple directions.

To achieve the above object, according to one aspect of the embodiments of the present invention, a method of constructing a market representation is provided.

A method of constructing a market representation, comprising: splitting the item attribute according to the attribute value corresponding to the item attribute to obtain a market attribute; respectively establishing a market stock index set and a market variable index set for each market attribute, wherein the market stock index set is an index set reflecting the current market state of the market attribute, and the market variable index set is an index set reflecting the market change condition of the market attribute; and constructing a market portrait according to the market stock index set and the market variable index set.

Optionally, the set of market inventory metrics includes market consumer loyalty, the set of market variable metrics includes market consumer diversion, the market representation includes a market stability representation, and constructing a market representation from the set of market inventory metrics and the set of market variable metrics includes: and constructing the market stable image according to the two indexes of the market consumer loyalty and the market consumer transfer degree.

Optionally, the set of market quantity indicators includes market share, the set of market variable indicators includes market share acceleration, the market representation includes a market sales representation, and constructing a market representation from the set of market quantity indicators and the set of market variable indicators includes: and constructing the marketing picture according to the two indexes of the market sales share and the market sales acceleration.

Optionally, the set of market inventory metrics includes market flow, the set of market variables metrics includes market flow acceleration, the market representation includes a market flow representation, and constructing a market representation from the set of market inventory metrics and the set of market variables metrics includes: and constructing the market flow image according to the two indexes of the market flow and the market flow acceleration.

Optionally, the set of market inventory indicators includes market price elasticity, the set of market variable indicators includes market profit share acceleration, the market representation includes a market profit representation, and constructing a market representation from the set of market inventory indicators and the set of market variable indicators includes: and constructing the market profit representation according to the two indexes of market price elasticity and market profit amount increase rate.

Optionally, the set of market inventory metrics includes market brand concentration, the set of market variables metrics includes market item quantity acceleration, the market representation includes a market segment representation, and constructing a market representation from the set of market inventory metrics and the set of market variables metrics includes: and constructing the market concentrated picture according to the two indexes of the market brand concentration and the market article quantity increasing speed.

Optionally, the market representation is a four quadrant representation.

Optionally, the method further comprises: and constructing a quantitative coordinate table of market attraction according to the market pictures.

According to another aspect of embodiments of the present invention, an apparatus for constructing a market representation is provided.

An apparatus for constructing a market representation, comprising: the attribute splitting module is used for splitting the item attributes according to the attribute values corresponding to the item attributes to obtain market attributes; the system comprises an index set establishing module, a market attribute judging module and a market attribute judging module, wherein the index set establishing module is used for respectively establishing a market stock index set and a market variable index set for each market attribute, the market stock index set is an index set reflecting the current market state of the market attribute, and the market variable index set is an index set reflecting the market change condition of the market attribute; and the image construction module is used for constructing a market image according to the market stock index set and the market variable index set.

Optionally, the set of market inventory metrics includes market consumer loyalty, the set of market variable metrics includes market consumer diversion, the market representation includes a market stability representation, and the representation construction module is further to: and constructing the market stable image according to the two indexes of the market consumer loyalty and the market consumer transfer degree.

Optionally, the set of market stock indicators includes market share, the set of market variable indicators includes market share acceleration, the market representation includes a market representation, and the representation construction module is further configured to: and constructing the marketing picture according to the two indexes of the market sales share and the market sales acceleration.

Optionally, the set of market inventory metrics includes market flow, the set of market variable metrics includes market flow acceleration, the market representation includes a market flow representation, and the representation construction module is further to: and constructing the market flow image according to the two indexes of the market flow and the market flow acceleration.

Optionally, the set of market inventory indicators includes market price elasticity, the set of market variable indicators includes an increase in market profit margin, the market representation includes a market profit representation, and the representation construction module is further configured to: and constructing the market profit representation according to the two indexes of market price elasticity and market profit amount increase rate.

Optionally, the set of market stock indicators includes market brand concentration, the set of market variable indicators includes market item quantity acceleration, the market representation includes a market segment representation, and the representation construction module is further configured to: and constructing the market concentrated picture according to the two indexes of the market brand concentration and the market article quantity increasing speed.

Optionally, the market representation is a four quadrant representation.

Optionally, an attraction quantifying module is further included for: and constructing a quantitative coordinate table of market attraction according to the market pictures.

According to yet another aspect of an embodiment of the present invention, an electronic device for constructing a market representation is provided.

An electronic device for constructing a market representation, comprising: one or more processors; a storage device for storing one or more programs which, when executed by the one or more processors, cause the one or more processors to implement the method for constructing a market representation provided by embodiments of the present invention.

According to yet another aspect of embodiments of the present invention, a computer-readable medium is provided.

A computer readable medium having stored thereon a computer program which, when executed by a processor, implements a method of constructing a market representation as provided by embodiments of the invention.

One embodiment of the above invention has the following advantages or benefits: the method comprises the steps of splitting the property of an article to obtain market properties, then respectively establishing a market stock index set and a market variable index set for each market property, and establishing a market portrait according to the market stock index set and the market variable index set, so that the property characteristics of the article can be fully described by combining the current market current situation and the market change condition, and a unique market portrait is established for the property of the article, so that a brand dealer can comprehensively understand the property of the article and the market characteristics of the market property according to the market portrait, and can learn the prospect and opportunity of entering a market segment from multiple directions. Compared with the traditional attribute trend method, the method can well know the changes of the future market (including potential competitors, potential trend characteristics and the like) under the condition of observing the current state, so that the method can be better applied to the scenes of brand traders for product development, market entry, new product development, old product replacement and the like in a new market, and provides rich data analysis basis and insight guidance for brand trader decision making. And a four-quadrant coordinate axis system where the market images are located can also determine whether to add new parameters and indexes according to the actual requirements of users for market monitoring and reference, so that the system has migration and reuse values.

Further effects of the above-mentioned non-conventional alternatives will be described below in connection with the embodiments.

Drawings

The drawings are included to provide a better understanding of the invention and are not to be construed as unduly limiting the invention. Wherein:

FIG. 1 is a schematic diagram of the main steps of a method of constructing a market representation according to an embodiment of the invention;

FIG. 2 is a schematic diagram of an implementation of an embodiment of the present invention;

FIG. 3 is a diagram illustrating attribute value encoding according to an embodiment of the present invention;

FIG. 4 is a schematic diagram of an implementation of a consumer-selected alternative model of an embodiment of the present invention;

FIG. 5 is a schematic diagram of a stable market representation according to one embodiment of the present invention;

FIG. 6 is a schematic illustration of a marketing representation of one embodiment of the present invention;

FIG. 7 is a graphical representation of market flow for one embodiment of the present invention;

FIG. 8 is a pictorial illustration of a market profit representation in accordance with an embodiment of the present invention;

FIG. 9 is a schematic diagram of a market segment representation according to one embodiment of the invention;

FIG. 10 is a quantized coordinate representation of market appeal for one embodiment of the present invention;

FIG. 11 is a schematic diagram of the main blocks of an apparatus for constructing a market representation according to an embodiment of the present invention;

FIG. 12 is an exemplary system architecture diagram in which embodiments of the present invention may be employed;

fig. 13 is a schematic block diagram of a computer system suitable for use in implementing a terminal device or server according to an embodiment of the present invention.

Detailed Description

Exemplary embodiments of the present invention are described below with reference to the accompanying drawings, in which various details of embodiments of the invention are included to assist understanding, and which are to be considered as merely exemplary. Accordingly, those of ordinary skill in the art will recognize that various changes and modifications of the embodiments described herein can be made without departing from the scope and spirit of the invention. Also, descriptions of well-known functions and constructions are omitted in the following description for clarity and conciseness.

The invention provides a method for constructing a market portrait, which can fully analyze the property characteristics of an article and establish a unique market portrait for the article property to help a brand dealer fully know which article property (equivalent to a market segment) is more worthy of entering in the future.

FIG. 1 is a schematic diagram of the main steps of a method for constructing a market representation according to an embodiment of the present invention. As shown in FIG. 1, the method for constructing a market representation according to the embodiment of the present invention mainly includes the following steps S101 to S103.

Step S101: splitting the item attribute according to the attribute value corresponding to the item attribute to obtain a market attribute;

step S102: respectively establishing a market stock index set and a market variable index set for each market attribute, wherein the market stock index set is an index set reflecting the current market state of the market attribute, and the market variable index set is an index set reflecting the market change condition of the market attribute;

step S103: and constructing a market portrait according to the market stock index set and the market variable index set.

According to one embodiment of the invention, the set of market inventory metrics includes market consumer loyalty, the set of market variable metrics includes market consumer diversion, the market representation includes a market stability representation, and,

the method for constructing the market portrait according to the market stock index set and the market variable index set comprises the following steps:

and constructing a stable market portrait according to two indexes of the loyalty and the transfer degree of market consumers.

According to another embodiment of the invention, the set of market quantity indicators includes market share, the set of market variable indicators includes market share acceleration, the market representation includes a market representation, and,

and constructing a market sales figure according to two indexes of market sales share and market sales acceleration.

According to yet another embodiment of the present invention, the set of market inventory indicators includes market flow, the set of market variables indicators includes market flow acceleration, the market representation includes a market flow representation, and,

and constructing a market flow portrait according to the two indexes of the market flow and the market flow acceleration.

According to yet another embodiment of the present invention, the set of market inventory indicators includes market price elasticity, the set of market variable indicators includes an increase in market profit margin, the market representation includes a market profit representation, and,

and constructing a market profit portrait according to two indexes of market price elasticity and market profit amount increase.

According to yet another embodiment of the invention, the market inventory index set includes market brand concentration, the market variable index set includes market item quantity acceleration, the market representation includes a market concentration representation, and,

and constructing a market concentrated portrait according to two indexes of market brand concentration and market article quantity acceleration.

According to the technical scheme of the embodiment of the invention, the market portrait is a four-quadrant portrait.

In addition, the method for constructing the market portrait in the embodiment of the invention can further comprise the following steps: and constructing a quantitative coordinate table of market attraction according to the market pictures.

The following describes the specific implementation process of the present invention with reference to specific embodiments.

Fig. 2 is an implementation schematic of an embodiment of the invention. As shown in fig. 2, in order to analyze the characteristics of different article attributes more finely, the article attributes need to be subdivided into a plurality of article attributes with smaller granularity. Specifically, the item attribute may be split according to the attribute value corresponding to the item attribute, and each item attribute may be split into a plurality of item attributes. For example: for the article "shampoo", its article properties include, for example: 1-net content, 2-use population, 3-efficacy, 4-hair-appropriate quality, 5-gender, and other non-important attributes (generally, non-important attributes do not require analytical processing). Taking the article attribute "1-net content" as an example, the corresponding attribute values include, for example: 201 + 400ml, more than 1L, 401ml-750ml, 750ml-1L and less than 200ml, and 5 attribute values in total. Then, after splitting the article attribute according to the attribute value, the obtained article attribute with smaller granularity includes: 1-net content- "201-" 400ml ", 1-net content-" 1L or more ", 1-net content-" 401ml-750ml ", 1-net content-" 750ml-1L ", 1-net content-" 200ml or less ". The smaller granularity of the item attributes resulting from the splitting may be defined as "market attributes" which are subsequently analyzed to construct a market representation.

According to an embodiment of the present invention, in order to more conveniently represent the market attributes, the market attributes may be further encoded, and the content of the corresponding market attributes may be obtained through the encoding of the market attributes. Referring to fig. 3, fig. 3 is a schematic diagram of market attribute coding according to an embodiment of the present invention. As shown in fig. 3, taking the property "1-net content" of the article as an example, the codes of the 5 market properties obtained by splitting the article are respectively: 1001. 1002, 1003, 1004, 1005. And similarly, the codes of the market attributes obtained by splitting the attributes of other articles can be obtained.

In order to construct a market image more favorably, it is necessary to evaluate the market image quantitatively with the eye of development, and therefore, after obtaining the market attributes, a market stock index set, which is an index set reflecting the current market state of the market attributes, and a market variable index set, which is an index set reflecting the market change of the market attributes, are created separately for each market attribute. According to an embodiment of the present invention, the market quantity index set includes the contents shown in table 1 below.

TABLE 1

A-index set of market stock	B-market variable index set
		A1: market consumer loyalty	B1: degree of market consumer diversion
A2: market share occupancy	B2: increase in sales volume
		A3: market flow	B3: market traffic augmentationSpeed measuring device
A4: elasticity of market price	B4: increase in market profit margin
		A5: market brand concentration	B5: market goods quantity acceleration rate

As can be seen from table 1, the inventory index set a mainly includes 5 subsets: { A1: market consumer loyalty, a 2: market share, a 3: market flow, a 4: market price elasticity, a 5: market brand concentration }. The market variable index set B mainly includes 5 subsets corresponding to the market stock index set a, respectively: { B1: market consumer diversion, B2: market sales increase, B3: market flow rate acceleration, B4: increase in market profit amount, B5: market item quantity acceleration }.

How each index in the stock index set a and the market variable index set B is obtained is described in detail below.

A1: market consumer loyalty is a measure of whether consumers in the current market have a strong preference for a certain market attribute. For example: for the article "coca cola", the market attribute split from the article attribute "size" is "size-large bottle", assuming that the consumer has a strong preference for this market attribute, i.e., the consumer rarely selects small bottle size coca cola, then the consumer's loyalty to this market attribute is high. In particular, market consumer loyalty may be quantified by consumer selection of alternative models.

The calculation method of the loyalty of market consumers is as follows: the method comprises the steps of counting purchase data of a user in a set time period, then obtaining a corresponding browsing path when purchasing an article, and then obtaining the selection probability of a consumer for different articles based on a transition probability matrix. The fields for statistics needed to calculate market consumer loyalty are shown in table 2. For e-commerce, the SKU (Stock Keeping Unit) refers to an item, and each item has a SKU, so that the e-commerce brand can identify the item conveniently.

TABLE 2

FIG. 4 is a schematic diagram of an implementation of a consumer-selected alternative model according to an embodiment of the present invention. As shown in fig. 4, the consumer can transfer from article a to article A, B, C, D for four articles, where a → A, A → B, A → C, A → D indicates that the consumer has transferred from article a to itself, article B, article C, article D and consumed, and records each transfer, and similarly, a matrix is formed by the number of transfers that the consumer has transferred from article B to article A, B, C, D, from article C to article A, B, C, D, and from article D to article A, B, C, D. Fig. 4 illustrates a process of item selection by a Customer id (a consumer) according to an access path corresponding to a Session identifier Session id, which is obtained by analyzing the Customer id during a Session (Date), and by aggregating the contents of N sessions of many (e.g., N) consumers, the selection probability of the consumer among A, B, C, D four items can be learned. The higher the probability of selection, the higher the customer loyalty in its market.

A2: market share is used to measure the ratio of the sales of a certain type of goods with certain market attribute to the overall sales of the same type of goods in the current market. For example: for the articles such as the 'water cup', the market attribute obtained by splitting the article attribute 'color' is 'color-red', and then the sales ratio of the red water cup with the market attribute can be calculated by 'sales of the red water cup/overall sales of all water cups'. The fields that need to be counted when calculating the market share are shown in table 3.

TABLE 3

A3: market traffic, which is used to measure the number of views and visits a market attribute attracts in the current market. Here, the browsing and accessing times may be measured by a Unique Viewer (UV), a page access time (PV), or a combination of both. For example: taking the measurement of market flow rate by using independent visitors as an example, 1000 visitors exist in 1 liter drinking water (the market attribute is 'specification-1L') within a certain time range, and then the market flow rate brought by the market attribute is 1000. In counting market traffic, the fields that need to be counted are shown in table 4.

TABLE 4

A4: market price elasticity is used for measuring whether the price of an article with certain market attribute is sensitive in the current market, and price elasticity is large when price sensitivity is high. The price elasticity can be obtained according to the formula of price change rate/sales volume change rate. In particular, assuming Q represents price and P represents sales, the rate of change of price may be according to the formula (Q-Q)₀)/Q₀The rate of change of the sales can be obtained according to (P-P)₀)/P₀Thus obtaining the product. Wherein Q is₀And P₀Representing the initial price and sales at a predetermined time period according to the formula [ (Q-Q)₀)/Q₀]/[(P-P₀)/P₀]The price elasticity in the preset time period can be obtained.

In specific implementation, all prices and corresponding sales of the articles with the market attributes in the historical order data can be obtained, after N groups of data are obtained within a preset time period, fitting is carried out by using a regression model and a random forest model contained in a Spark and Python program algorithm package, and a result generated by a model with the highest confidence coefficient is selected from a plurality of fitting results to serve as the price elasticity of the articles, so that a price elasticity table of the articles is obtained. The price elasticity of the items recorded in the price elasticity table can be kept updated dynamically every day, and the actual sales volume and the price change condition are combined, so that the model can be kept in learning optimization, and the original price elasticity is checked and updated within a certain time range.

The fields that need to be counted when calculating market price elasticity are shown in table 5.

TABLE 5

On the basis of calculating the price elasticity of the articles, clustering a plurality of different articles according to whether the articles accord with the characteristics of a market (such as the articles are all the same brand, are all red, are all large-size and the like), and calculating the price elasticity based on the clustering result.

The clustering algorithm may, for example, employ a progressive optimization approach, because the raw data is more or less complete, and price elasticity may use a variety of methods for fitting learning. If the original data is abundant and complete enough and has the condition of direct fitting, the price elasticity of the article can be directly generated by the model; if the original data is not complete enough, one step can be omitted, and brand price elasticity capable of replacing the price elasticity of the articles is generated; if the original data is far from complete, the method can be further stepped to generate price elasticity of the item class (namely, the same class of items) capable of replacing the price elasticity of the item. Each step back, the more resilient the price of the item is from the real. In the application scenario of the present invention, since the clustering algorithm is to calculate the price elasticity of a market attribute, and does not require the accuracy of the market attribute with the same dimension as an article, according to the progressive optimization method of the present invention, the price elasticity of the market attribute can be finally obtained by taking out the article set associated with the market attribute, and performing weighted average and other operations on the price elasticity of the articles at different levels in the article set, wherein the weight is the sales volume proportion of each article.

A5: market brand concentration is used for measuring brand participation of an article with certain market attribute, and whether the concentration is high or not is judged. For example: the "biscuit" item with a market attribute "taste of sweet" corresponds to a market brand concentration of 0.85. The market brand concentration can be calculated by counting the market sales of all the items in the same category and then calculating according to the HHI Index (Herfindahl-Hirschman Index, herfendall-herhman Index, which is a comprehensive Index for measuring the industrial concentration).

Wherein the content of the first and second substances,

xi is the market sales of brand i, X is the market sales of the class, and Xi/X is the market share of brand i. The fields that require statistics when calculating market brand concentrations are shown in table 6.

TABLE 6

Market attribute coding	Brand information	Sales amount of brand	Sales of the articles
				Attr_id	brand (associated article-brand list)	Gmv_brand	Gmv_cid3

B1: market consumer diversion measures the net sales of consumers who have purchased an item with an item attribute that have moved from the current market attribute to other market attributes, and from other market attributes to the current market attribute. Among them, the shift between market attributes is, for example, from the article "coca cola" having the market attribute "size-large bottle" to the article "coca cola" having the market attribute "size-small bottle"; in another example, a transition is made from the item "beverage" with the market attribute "brand-peple" to the item "beverage" with the market attribute "brand-fenda".

The calculation process of the market consumer transfer degree is described by taking the example that the consumer is transferred from the market attribute J to the market attribute K. Firstly, counting the purchasing behavior data of a consumer in a preset time period (such as the last year); then, carrying out statistical analysis on the purchasing behavior data of the consumers: assuming that a consumer purchases an article with the market attribute J when placing an order for the first time and purchases an article with the market attribute K in secondary consumption behavior, the consumer transfers the market attribute J to the market attribute K at the moment, acquires the sales amount transferred from the market attribute J to the market attribute K, and similarly can acquire the sales amount transferred from the market attribute K to the market attribute J by the consumer; and finally, calculating the difference between the sales of the consumer transferred from the market attribute J to the market attribute K and the sales of the consumer transferred from the market attribute J to the market attribute K, counting the net sales of the consumer in the transfer process between the market attribute J and the market attribute K, indicating that the transfer degree from the market attribute J to the market attribute K is low when the net sales is negative, and indicating that the transfer degree from the market attribute J to the market attribute K is high when the net sales is positive.

B2: market sales increases, both ring ratio and rate of increase of the same ratio used to measure the current market sales of an item with a certain market attribute. Wherein, the ring ratio represents the change ratio of the quantity in 2 continuous unit periods; the year-to-year comparison is generally the nth month of this year compared to the nth month of the last year. For example: the sales rate of the article "cup" with a certain market attribute "color-red" increases at a ring ratio of 13.3%, and a comparable ratio of 18.5%. The length of one unit period is, for example, one month or one year, and can be flexibly set according to an actual application scenario. The calculation process of the ring ratio growth rate of the market sales of an item with a certain market attribute is: (sales in current stage-sales in up stage)/sales in up stage; the calculation process of the proportional growth rate is as follows: (current sales-current sales)/current sales.

B3: increasing the market flow rate: ring and peer growth rates for measuring current market traffic for items having certain market attributes. For example: the increase rate of the number of viewers of the article 'drinking water' with a certain market attribute 'specification-1L' is 24.6 percent, and the ratio is 27.8 percent. The length of one unit period is, for example, one month or one year, and can be flexibly set according to an actual application scenario. The calculation process of the ring ratio acceleration of the market flow of the goods with certain market attributes is as follows: (current market flow-current market flow)/current market flow; the calculation process of the proportional acceleration is as follows: (current market flow-current market flow)/current market flow.

B4: increase of market profit amount: ring ratio and peer growth rate for measuring the current market profit margin for an item having a certain market attribute. For example: the increase rate of the profit margin of the article "mobile phone" with certain market attribute "brand-brand 1" is 5.6% and 21.1% on a par. The length of one unit period is, for example, one month or one year, and can be flexibly set according to an actual application scenario. The calculation process of the ring ratio acceleration of the market profit margin of an article having a certain market attribute is as follows: (amount of profit-amount of profit on market in this period)/amount of profit on market in last period; the calculation process of the proportional acceleration is as follows: (amount of profit on the current market-amount of profit on the current market)/amount of profit on the current market.

B5: the number of market articles is increased: ring ratio and peer growth rate for measuring the current market item quantity for items having certain market attributes. For example: the market item number of the item "biscuit" with a certain market attribute "taste-sweet" increases with an annular ratio of 23.2%, and with a comparable ratio of 12.5%. The length of one unit period is, for example, one month or one year, and can be flexibly set according to an actual application scenario. The calculation process of the ring ratio acceleration of the market item number of the item with a certain market attribute is as follows: (number of market items in this period-number of market items in last period)/number of market items in last period; the calculation process of the proportional acceleration is as follows: (number of items in this market-number of items in the same market)/number of items in the same market.

After a market stock index set A for reflecting the current market state of market attributes and a market variable index set B for reflecting market changes of market attributes are obtained, a market figure can be constructed according to the market stock index set A and the market variable index set B. Likewise, the market representation also includes 5 aspects corresponding to A and B. Assuming that the market images are set C, then market image set C includes 5 subsets: { C1: market stable portrait, C2: marketing portrait, C3: market flow image, C4: market profit portrait, C5: market centralization portrait }.

C1: market stable representation, according to "a 1: market consumer loyalty "and" B1: the market consumer diversion degree is constructed by two indexes.

The market stability representation is used to describe the stability of the market segment to which a market attribute corresponds. The higher the customer loyalty, the more loyal the customer is indicating the market attribute, i.e. the more stable the corresponding market segment. The higher the degree of diversion, the easier it is to indicate that consumers of this market attribute are diverted to other market attributes, i.e. the more easily the corresponding market segment is predated (encroached on, replaced).

FIG. 5 is a schematic diagram of a stable market portrait according to an embodiment of the present invention. According to one embodiment of the invention, a four-quadrant market-stable representation may be constructed based on market consumer loyalty and market consumer diversion to divide the overall market into: mature development, good growth, market decline and market non-development. When the four-quadrant market stable portrait is constructed, the origin position of the four-quadrant coordinate system can be determined according to the index values of two indexes, namely the market consumer loyalty and the market consumer transfer degree, which are obtained through the statistical analysis. Generally, the coordinate origin may be the mean value of the index values of the two indices. The brander can know whether the market segment to be entered is stable enough through 'market stable portrait'.

C2: a marketing portrait, according to "a 2: market share "and" B2: the market sales rate increase is constructed by two indexes.

The market sales figure is used for describing the sales performance of the market segment in which a market attribute is located, and the higher the market sales share is, the larger the market share of the market attribute is. The higher the market sales increase rate, the greater the future sales potential of the market segment corresponding to the market attribute.

FIG. 6 is a schematic diagram of a marketing representation of one embodiment of the present invention. As shown in FIG. 6, according to one embodiment of the present invention, a four-quadrant sales representation can be constructed based on market share and market acceleration to divide the overall market into: emerging markets, star markets, declining markets, and mature markets. When the four-quadrant marketing portrait of the embodiment of the invention is constructed, the origin position of the four-quadrant coordinate system can be determined according to the index values of two indexes, namely the market sales occupancy and the market sales acceleration, which are obtained through the statistical analysis. Generally, the coordinate origin may be the mean value of the index values of the two indices. The brand dealer can know whether the market segment to be entered is enough to have the potential for growth of the sale through the market sales figure.

C3: market flow portrayal, based on "A3: market flow "and" B3: the two indexes of market flow acceleration are constructed.

The market flow portrayal is used to describe the degree of interest in a market segment in which a market attribute is located, with higher market flow indicating an increased popularity of the market attribute. The higher the market traffic acceleration rate is, the greater the future popularity potential of the market segment corresponding to the market attribute is.

FIG. 7 is a graphical representation of market flow in accordance with one embodiment of the present invention. As shown in FIG. 7, according to one embodiment of the present invention, a four-quadrant market flow representation can be constructed based on market flow and market flow acceleration to divide the overall market into: potential market, hot market, decline market and mature market. When the four-quadrant market flow portrait is constructed, the origin position of the four-quadrant coordinate system can be determined according to the index values of the two indexes of the market flow and the market flow acceleration obtained through the statistical analysis. Generally, the coordinate origin may be the mean value of the index values of the two indices. The brander can know whether the market segment to be entered has enough popular growing space, receives more attention, can attract more people, and the like through the market flow portrait.

C4: market profit portrayal, according to "a 4: market price elasticity "and" B4: the market profit amount increase rate is constructed.

The market profit figure is used for describing the profit capability of the market segment in which one market attribute is located, and the higher the market price elasticity is, the easier the market of the market attribute is to obtain the increase of sales through price. The higher the increase in the market profit amount, the greater the profit margin of the market segment corresponding to the market attribute.

FIG. 8 is a schematic diagram of a market profit representation according to one embodiment of the present invention. As shown in FIG. 8, according to one embodiment of the present invention, a four-quadrant market profit representation can be constructed based on market price elasticity and market profit growth to divide the entire market into: the Riji market, the Star market, the Germination market and the competitive market. When the four-quadrant market profit portrait is constructed, the origin position of the four-quadrant coordinate system can be determined according to the index values of two indexes, namely market price elasticity and market profit increment acceleration, obtained through statistical analysis. Generally, the coordinate origin may be the mean value of the index values of the two indices. The brand trader can know whether the subdivided market to be entered has profit space for sales increase and profit increase through 'market profit portrait'.

C5: market centralization portrayal, according to "a 5: market brand concentrations "and" B5: the two indexes of market goods quantity increase are established.

The market concentrated portrait is used for describing the crowdedness and the competitiveness of the subdivided market in which one market attribute is positioned, and the higher the market brand concentration is, the fewer market competitors of the market attribute are, the more obvious the monopoly is, and the weaker the competitiveness among brands is. The higher the increase in the number of market items, the greater the overall space for the market segment corresponding to that market attribute.

FIG. 9 is a schematic diagram of a market segment image according to an embodiment of the present invention. As shown in FIG. 9, according to one embodiment of the present invention, a four-quadrant market segment may be constructed according to market brand concentration and market item quantity acceleration to divide the entire market into: competitive market, monopoly-competitive market, growing market and monopoly market. When the four-quadrant market centralized portrait is constructed, the origin position of the four-quadrant coordinate system can be determined according to the index values of two indexes, namely market brand concentration and market item quantity increasing rate, obtained through statistical analysis. Generally, the coordinate origin may be the mean value of the index values of the two indices. The brand dealer can know whether the subdivided market to be entered has strong competitiveness and development space through 'market centralization portrayal'.

According to the content introduced, the article attribute can be split to obtain the market attribute, then a market stock index set and a market variable index set are respectively established for each market attribute, a market portrait is established according to the market stock index set and the market variable index set, the article attribute characteristics can be fully described by combining the current market current situation and the market change situation, a unique market portrait is established for the article attribute, and a brand dealer can comprehensively understand the attribute of an article and the market characteristics of the market attribute according to the market portrait and can know the prospect and opportunity of entering a market segment from multiple directions. Compared with the traditional attribute trend method, the method can well know the changes of the future market (including potential competitors, potential trend characteristics and the like) under the condition of observing the current state, so that the method can be better applied to the scenes of brand traders for product development, market entry, new product development, old product replacement and the like in a new market, and provides rich data analysis basis and insight guidance for brand trader decision making. And a four-quadrant coordinate axis system where the market images are located can also determine whether to add new parameters and indexes according to the actual requirements of users for market monitoring and reference, so that the system has migration and reuse values.

The market images of the present invention will be described with reference to fig. 10, which shows a "market stable image" among the five market images. FIG. 10 is a quantized coordinate representation of market appeal for one embodiment of the present invention.

In an embodiment of the present invention, 10 market attributes (e.g., brand-brand 1, brand-brand 2, … …, brand-brand 10) can be obtained by splitting the item attribute "brand" of an item of a certain class E according to the attribute value (e.g., including brand 1, brand 2, brand 3, brand 4, brand 5, brand 6, brand 7, brand 8, brand 9, brand 10) corresponding to the item attribute. Then, the market consumer loyalty and the market consumer transfer degree corresponding to the 10 market attributes are respectively calculated, and the calculation result is in units of money (ten thousand yuan).

Then, a quantized coordinate table of market attraction of four quadrants is constructed based on a "market stability figure" with the index value of market consumer loyalty (abbreviated as "loyalty") as the horizontal axis, the index value of market consumer transition (abbreviated as "transition") as the vertical axis, and the mean value of the index values of the two indexes as the origin of coordinates. A quantized coordinate table of market appeal was constructed as shown in fig. 10.

As can be seen in FIG. 10, in category E, if each brand is considered as a market segment, then it is evident from the figure that Brand 1 is the most stable (i.e., market Attribute 1 is the most stable) because its market consumers have the highest loyalty and the market consumers have the lowest degree of diversion, indicating that Brand 1's consumers are not easily diverted to other brands. Conversely, brand 6 items of this brand (i.e., items having market attribute 6) have a lower degree of market consumer loyalty and a higher degree of market consumer diversion, indicating that this brand is easily replaced by other brands.

Further, by replacing the attribute "brand" in fig. 10 with the attribute "color", "material", etc., it can be known which market segment is more stable, which will help the brand owner or merchant to know in time and fully which market the subsequent product resource should be put into, and what effect will be after the putting into.

FIG. 11 is a schematic diagram of the main blocks of an apparatus for constructing a market representation according to an embodiment of the present invention. As shown in FIG. 11, an apparatus 1100 for constructing a market representation according to an embodiment of the present invention mainly includes an attribute splitting module 1101, an index set creating module 1102, and a representation constructing module 1103.

The attribute splitting module 1101 is configured to split an item attribute according to an attribute value corresponding to the item attribute to obtain a market attribute;

the index set establishing module 1102 is configured to respectively establish a market stock index set and a market variable index set for each market attribute, where the market stock index set is an index set reflecting the current market state of the market attribute, and the market variable index set is an index set reflecting the market change condition of the market attribute;

the image construction module 1103 is used for constructing a market image according to the market stock index set and the market variable index set.

According to one embodiment of the invention, the set of market inventory metrics includes market consumer loyalty, the set of market variable metrics includes market consumer diversion, the market representation includes a market stability representation, and representation construction module 1103 is further operable to:

According to another embodiment of the invention, the market quantity index set comprises market share, the market variable index set comprises market share acceleration, the market representation comprises a market representation, and the representation construction module 1103 is further operable to:

According to yet another embodiment of the invention, the market quantity index set comprises market flow, the market variable index set comprises market flow acceleration, the market representation comprises a market flow representation, and the representation construction module 1103 is further operable to:

According to yet another embodiment of the invention, the market inventory index set includes market price elasticity, the market variable index set includes market profit margin acceleration, the market representation includes a market profit representation, and the representation construction module 1103 is further operable to:

According to yet another embodiment of the invention, the market inventory index set includes market brand concentration, the market variable index set includes market item quantity acceleration, the market representation includes a market concentration representation, and the representation construction module 1103 is further operable to:

In addition, the apparatus 1100 for constructing a market representation according to an embodiment of the present invention may further include an attraction quantifying module (not shown in the drawings) for: and constructing a quantitative coordinate table of market attraction according to the market pictures.

According to the technical scheme of the embodiment of the invention, the commodity attributes are split to obtain the market attributes, then the market stock index set and the market variable index set are respectively established for each market attribute, the market portrait is established according to the market stock index set and the market variable index set, the characteristic of the commodity attributes can be fully described by combining the current market current situation and the market change condition, and the unique market portrait is established for the commodity attributes, so that a brand dealer can comprehensively understand the attributes of a commodity and the market characteristics of the market attributes according to the market portrait and can know the prospect and the opportunity of entering a market segment from multiple directions. Compared with the traditional attribute trend method, the method can well know the changes of the future market (including potential competitors, potential trend characteristics and the like) under the condition of observing the current state, so that the method can be better applied to the scenes of brand traders for product development, market entry, new product development, old product replacement and the like in a new market, and provides rich data analysis basis and insight guidance for brand trader decision making. And a four-quadrant coordinate axis system where the market images are located can also determine whether to add new parameters and indexes according to the actual requirements of users for market monitoring and reference, so that the system has migration and reuse values.

FIG. 12 illustrates an exemplary system architecture 1200 of a method or apparatus for constructing a market representation to which embodiments of the present invention may be applied.

As shown in fig. 12, the system architecture 1200 may include

terminal devices

1201, 1202, 1203, a network 1204 and a server 1205. Network 1204 is the medium used to provide communication links between

terminal devices

1201, 1202, 1203 and server 1205. Network 1204 may include various types of connections, such as wire, wireless communication links, or fiber optic cables, to name a few.

A user may use

terminal devices

1201, 1202, 1203 to interact with a server 1205 through a network 1204 to receive or send messages, etc. The

terminal devices

1201, 1202, 1203 may have installed thereon various messenger client applications such as shopping applications, web browser applications, search applications, instant messaging tools, mailbox clients, social platform software, etc. (by way of example only).

The

terminal devices

1201, 1202, 1203 may be various electronic devices having a display screen and supporting web browsing, including but not limited to smart phones, tablet computers, laptop portable computers, desktop computers, and the like.

The server 1205 may be a server that provides various services, such as a background management server (for example only) that supports shopping websites browsed by users using the

terminal devices

1201, 1202, 1203. The backend management server may analyze and perform other processing on the received data such as the product information query request, and feed back a processing result (for example, target push information, product information — just an example) to the terminal device.

It should be noted that the method for constructing a market representation provided by the embodiment of the present invention is generally executed by the server 1205, and accordingly, the apparatus for constructing a market representation is generally disposed in the server 1205.

It should be understood that the number of terminal devices, networks, and servers in fig. 12 is merely illustrative. There may be any number of terminal devices, networks, and servers, as desired for implementation.

Referring now to FIG. 13, shown is a block diagram of a computer system 1300 suitable for use with a terminal device or server implementing an embodiment of the present invention. The terminal device or the server shown in fig. 13 is only an example, and should not bring any limitation to the functions and the scope of use of the embodiments of the present invention.

As shown in fig. 13, the computer system 1300 includes a Central Processing Unit (CPU)1301 that can perform various appropriate actions and processes according to a program stored in a Read Only Memory (ROM)1302 or a program loaded from a storage section 1308 into a Random Access Memory (RAM) 1303. In the RAM 1303, various programs and data necessary for the operation of the system 1300 are also stored. The CPU 1301, the ROM 1302, and the RAM 1303 are connected to each other via a bus 1304. An input/output (I/O) interface 1305 is also connected to bus 1304.

The following components are connected to the I/O interface 1305: an input portion 1306 including a keyboard, a mouse, and the like; an output section 1307 including a display such as a Cathode Ray Tube (CRT), a Liquid Crystal Display (LCD), and the like, and a speaker; a storage portion 1308 including a hard disk and the like; and a communication section 1309 including a network interface card such as a LAN card, a modem, or the like. The communication section 1309 performs communication processing via a network such as the internet. A drive 1310 is also connected to the I/O interface 1305 as needed. A removable medium 1311 such as a magnetic disk, an optical disk, a magneto-optical disk, a semiconductor memory, or the like is mounted on the drive 1310 as necessary, so that a computer program read out therefrom is mounted into the storage portion 1308 as necessary.

In particular, according to the embodiments of the present disclosure, the processes described above with reference to the flowcharts may be implemented as computer software programs. For example, embodiments of the present disclosure include a computer program product comprising a computer program embodied on a computer readable medium, the computer program comprising program code for performing the method illustrated in the flow chart. In such embodiments, the computer program may be downloaded and installed from a network via communications component 1309 and/or installed from removable media 1311. The computer program executes the above-described functions defined in the system of the present invention when executed by a Central Processing Unit (CPU) 1301.

It should be noted that the computer readable medium shown in the present invention can be a computer readable signal medium or a computer readable storage medium or any combination of the two. A computer readable storage medium may be, for example, but not limited to, an electronic, magnetic, optical, electromagnetic, infrared, or semiconductor system, apparatus, or device, or any combination of the foregoing. More specific examples of the computer readable storage medium may include, but are not limited to: an electrical connection having one or more wires, a portable computer diskette, a hard disk, a Random Access Memory (RAM), a read-only memory (ROM), an erasable programmable read-only memory (EPROM or flash memory), an optical fiber, a portable compact disc read-only memory (CD-ROM), an optical storage device, a magnetic storage device, or any suitable combination of the foregoing. In the present invention, a computer readable storage medium may be any tangible medium that can contain, or store a program for use by or in connection with an instruction execution system, apparatus, or device. In the present invention, however, a computer readable signal medium may include a propagated data signal with computer readable program code embodied therein, for example, in baseband or as part of a carrier wave. Such a propagated data signal may take many forms, including, but not limited to, electro-magnetic, optical, or any suitable combination thereof. A computer readable signal medium may also be any computer readable medium that is not a computer readable storage medium and that can communicate, propagate, or transport a program for use by or in connection with an instruction execution system, apparatus, or device. Program code embodied on a computer readable medium may be transmitted using any appropriate medium, including but not limited to: wireless, wire, fiber optic cable, RF, etc., or any suitable combination of the foregoing.

The flowchart and block diagrams in the figures illustrate the architecture, functionality, and operation of possible implementations of systems, methods and computer program products according to various embodiments of the present invention. In this regard, each block in the flowchart or block diagrams may represent a module, segment, or portion of code, which comprises one or more executable instructions for implementing the specified logical function(s). It should also be noted that, in some alternative implementations, the functions noted in the block may occur out of the order noted in the figures. For example, two blocks shown in succession may, in fact, be executed substantially concurrently, or the blocks may sometimes be executed in the reverse order, depending upon the functionality involved. It will also be noted that each block of the block diagrams or flowchart illustration, and combinations of blocks in the block diagrams or flowchart illustration, can be implemented by special purpose hardware-based systems which perform the specified functions or acts, or combinations of special purpose hardware and computer instructions.

The units or modules described in the embodiments of the present invention may be implemented by software, or may be implemented by hardware. The described units or modules may also be provided in a processor, and may be described as: a processor includes an attribute splitting module, an index set building module, and a representation building module. The names of the units or modules do not form a limitation on the units or modules themselves under certain conditions, for example, the attribute splitting module can also be described as a "module for splitting the item attributes according to the attribute values corresponding to the item attributes to obtain market attributes".

As another aspect, the present invention also provides a computer-readable medium that may be contained in the apparatus described in the above embodiments; or may be separate and not incorporated into the device. The computer readable medium carries one or more programs which, when executed by a device, cause the device to comprise: splitting the item attribute according to the attribute value corresponding to the item attribute to obtain a market attribute; respectively establishing a market stock index set and a market variable index set for each market attribute, wherein the market stock index set is an index set reflecting the current market state of the market attribute, and the market variable index set is an index set reflecting the market change condition of the market attribute; and constructing a market portrait according to the market stock index set and the market variable index set.

The above-described embodiments should not be construed as limiting the scope of the invention. Those skilled in the art will appreciate that various modifications, combinations, sub-combinations, and substitutions can occur, depending on design requirements and other factors. Any modification, equivalent replacement, and improvement made within the spirit and principle of the present invention should be included in the protection scope of the present invention.

Claims

1. A method of constructing a market representation, comprising:

splitting the item attribute according to the attribute value corresponding to the item attribute to obtain a market attribute;

respectively establishing a market stock index set and a market variable index set for each market attribute, wherein the market stock index set is an index set reflecting the current market state of the market attribute, and the market variable index set is an index set reflecting the market change condition of the market attribute;

and constructing a market portrait according to the market stock index set and the market variable index set.

2. The method of claim 1, wherein the set of market inventory metrics includes market consumer loyalty, the set of market variable metrics includes market consumer diversion, the market representation includes a market stability representation, and,

constructing a market representation from the set of market inventory indicators and the set of market variable indicators comprises:

and constructing the market stable image according to the two indexes of the market consumer loyalty and the market consumer transfer degree.

3. The method of claim 1, wherein the set of market inventory indicators includes market share, the set of market variables indicators includes market share acceleration, the market representation includes a market representation, and,

and constructing the marketing picture according to the two indexes of the market sales share and the market sales acceleration.

4. The method of claim 1, wherein the set of market inventory indicators includes market flow, the set of market variable indicators includes market flow acceleration, the market representation includes a market flow representation, and,

and constructing the market flow image according to the two indexes of the market flow and the market flow acceleration.

5. The method of claim 1, wherein the set of market inventory indicators includes market price elasticity, the set of market variable indicators includes an increase in market profit margin, the market representation includes a market profit representation, and,

and constructing the market profit representation according to the two indexes of market price elasticity and market profit amount increase rate.

6. The method of claim 1, wherein the set of market inventory indicators includes market brand concentration, the set of market variables indicators includes an increase in market item quantity, the market representation includes a market set representation, and,

and constructing the market concentrated picture according to the two indexes of the market brand concentration and the market article quantity increasing speed.

7. The method of any of claims 1-6, wherein the market representation is a four quadrant representation.

8. The method of claim 1, further comprising: and constructing a quantitative coordinate table of market attraction according to the market pictures.

9. An apparatus for constructing a market representation, comprising:

the attribute splitting module is used for splitting the item attributes according to the attribute values corresponding to the item attributes to obtain market attributes;

the system comprises an index set establishing module, a market attribute judging module and a market attribute judging module, wherein the index set establishing module is used for respectively establishing a market stock index set and a market variable index set for each market attribute, the market stock index set is an index set reflecting the current market state of the market attribute, and the market variable index set is an index set reflecting the market change condition of the market attribute;

and the image construction module is used for constructing a market image according to the market stock index set and the market variable index set.

10. The apparatus of claim 9, wherein the set of market inventory metrics includes market consumer loyalty, the set of market variable metrics includes market consumer diversion, the market representation includes a market stability representation, and,

the representation construction module is further configured to:

11. The apparatus of claim 9, wherein the set of market inventory indicators includes market share, the set of market variable indicators includes market share acceleration, the market representation includes a market representation, and,

the representation construction module is further configured to:

12. The apparatus of claim 9, wherein the set of market inventory indicators includes market flow, the set of market variable indicators includes market flow acceleration, the market representation includes a market flow representation, and,

the representation construction module is further configured to:

13. The apparatus of claim 9, wherein the set of market inventory indicators includes market price elasticity, the set of market variable indicators includes an increase in market profit margin, the market representation includes a market profit representation, and,

the representation construction module is further configured to:

14. The apparatus of claim 9, wherein the set of market inventory indicators includes market brand concentration, the set of market variables indicators includes an increase in the number of market items, the market representation includes a market concentration representation, and,

the representation construction module is further configured to:

15. The apparatus of any of claims 9-14, wherein the market representation is a four quadrant representation.

16. The apparatus of claim 9, further comprising an appeal quantization module to:

and constructing a quantitative coordinate table of market attraction according to the market pictures.

17. An electronic device for constructing a market representation, comprising:

one or more processors;

a storage device for storing one or more programs,

when executed by the one or more processors, cause the one or more processors to implement the method of any one of claims 1-8.

18. A computer-readable medium, on which a computer program is stored, which, when being executed by a processor, carries out the method according to any one of claims 1-8.